Inspire 2013 - How Valassis Communications gets Max Results from big data and advanced analytics

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For Valassis, marketing and advertising analytics experts, fast and accurate analysis of data is crucial to effectively creating over 20,000 media and marketing plans annually for its roster of the most recognized consumer and retail brands. Learn how Valassis is helping clients capitalize on volumes of complex structured and unstructured data to deliver extraordinary insight, predictive capabilities and a competitive edge. This session will provide a practical approach to consuming and analyzing Big Data while highlighting how Valassis empowered its Targeting and Marketing Intelligence Analysts with Alteryx Strategic Analytics to pull, integrate and quickly process data requests without IT resources

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Inspire 2013 - How Valassis Communications gets Max Results from big data and advanced analytics

  1. 1. How Valassis Gets MAAX Results fromBig Data and Advanced AnalyticsRobert MincarelliVP, Marketing Services TechnologyValassis Communications, Inc.@ValassisVCIBusiness Leadership trackMarch 7, 201310:15 – 11:00 am #
  2. 2. Welcome - Today’s Agenda1. Introduction to Valassis2. Defining the Challenge3. Defining BIG Data and Strategic Analytics4. Optimizing the Media Planning Process5. Consuming and Analyzing BIG Data6. Increasing Efficiencies and ROI #
  3. 3. About Valassis Communications, Inc.Valassis is a leader in intelligent media delivery, providing over 15,000 advertisers provenand innovative media solutions to influence consumers wherever they plan, shop, buy andshare. By integrating online and offline data combined with powerful insights, Valassisprecisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale.Valassis subsidiaries include Brand.net, a Valassis Digital Company, and NCH MarketingServices, Inc. Valassis consumer brands include RedPlum® and save.com. Its signature HaveYou Seen Me?® program delivers hope to missing children and their families.Approximately 7,000 associates in 28 states and eight countries, we continue to harness theinnovative, entrepreneurial spirit on which this $2.3 billion company was built in 1970. #
  4. 4. Valassis Communications, Inc. #
  5. 5. The Valassis Challenge Defining the ChallengeSupport over 15,000 clients, working with How have customers expectations evolved?its 500+ member sales organization • Develop media plans based on client’s Big Data• Clients range in scale from SMB to the enterprise; • Frequency of updates transition from annual to monthly across all industries. • Utilize the best mix of products and targeting to optimize market• Product mix ranges from mail, newspaper and level nuances digital media to integrated solutions. • Provide multiple “what-if” scenarios in collaborative planning modeFor clients regional or national in scope, • Complete it by the end of the week!each market requires a unique and hyper-local approach How does Valassis approach this challenge?• Typically supported by manual-oriented media planning approaches that are developed in weeks • 75 planners not days. • Multiple platforms • Legacy of manual planning processes has evolved to an automated solutions set #
  6. 6. Defining BIG Data & Strategic AnalyticsDefining BIG Data at ValassisSignificant expansion to the breadth, depth and frequencyof data available that has created significant appetite for itsuse and that challenge application levels. #
  7. 7. The World of BIG Data and Advanced Analytics BIG Data Strategic Analytics Data Artisan Expansive breadth, depth Advanced analytics drive Brings insights to life and frequency of data high level decision making through creative mastery availability that has created and strategy aligment and of data, technolgy and significant appetite for its comittment while analytic process in use challenging, and empowering a simple connection with business sometimes frustrating, notion, “Manage by Fact". challenges. application. Customer Value Media planning that is supported by unprecedented universe of data, intelligence and analytic tools enabling marketing strategists (Artisans) to develop media planning scenarios, predict results, and evaluate and re-apply results in real-time. #
  8. 8. Media Planning Process Defining BIG Data and Advanced Analytics Data Reporting Analysis Channels Media Sources - Multi-channel - Print - Standard - Frequency - Multiple Delievarbles - Social - Digital - Disperate - Speed - External - Automated - Demographic - Mobile - Learning Size and Frequency - 90% - Behavioral - Social - Continuos - Often Standardization learning cycles - Geograpgy and - Conumer - Vast - Customization granularity engagement - It’s all in the (repeatable and Complexity application of - Client’s (Hosted) - P2P scalable) - Structured lessons - Unstructured - Thousands of formats #
  9. 9. Media Planning Process Defining BIG Data and Advanced Analytics Data Reporting Analysis Channels Media Sources - Standard - Multi-channel - Print - Frequency - Multiple Delievarbles - Social - Digital - Disperate - Speed - Automated - External Size and Frequency Value to Customers - Customization (repeatable and - Learning - Demographic - Behavioral - Mobile - SocialInteractive media planning supported by unprecedented universe of data, intelligence - Often scalable) - Client’s (Hosted) - Vastand analytic tools enabling marketing strategists (Artisans) to develop media planning Complexity scenarios, predict results, and evaluate and re-apply results in real-time. - Structured - Unstructured - Thousands of formats #
  10. 10. Optimizing the Media Planning Process with the Valassis Technology “Bundle”Targeting and Advanced Analytics deliver extraordinary insight, predictive capabilitiesand a competitive edge at Valassis through the Learn-Do-Loop Process. It is all supportedthrough an automated platform known as the Valassis Technology “Bundle”.IMO – Integrated Media Optimization Media Planner’s Control StationME – Media Express Self Service, Remote, and Collaborative for Internal and ExternalPartnersATP - Analytic Tool Platform (Alteryx) Automation of Customized, Repeatable applications #
  11. 11. Valassis Media Planning Foundation Discovery/Request for Targeting What does the client need to do or change? Learn-Do Loop #
  12. 12. Valassis Media Planning Foundation Discovery/Request for Targeting What does the client need to do or change? Performance Simulator Learn-Do What do we have the can help? Loop #
  13. 13. Valassis Media Planning Foundation Discovery/Request for Targeting What does the client need to do or change? Performance Simulator Learn-Do What do we have the can help? Loop IMO What do we recommend? #
  14. 14. Valassis Media Planning Foundation Discovery/Request for Targeting What does the client need to do or change?Response Analytics and MAAX Performance Simulator What can we do to make Learn-Do What do we have the can help? it work better? Loop IMO What do we recommend? #
  15. 15. Valassis Integrated Media Optimization - IMOKey Market Trends:• “Activation” is the goal of hyper-local advertising..• Consumers are using more media channels along the “path to purchase”.• Response measurement is driving continuous improvements to the local media mix, replacing the traditional annual planning process.• Responsive Planning Process has tolerance only for “Real Time”The IMO Process:• In-depth discovery of specific goals and desires.• Analysis of consumer database and target audience.• Value score every geounit of interest to the client.• Consider every Valassis media that touches a scored geounit.• Look at every combination of media and pick the best option.• Deliver 3 “what-if” scenarios.• Deliver in days versus weeks. #
  16. 16. Valassis Media Express - MEKey Market Trends:• Near Time response• Mobile• Self service – Sales, CS and Clients• Answer to the question or problem in minutes/hours vs. days/weeksThe ME Process: • Self serve platform – 900 users • 30,000 plans annually • Produces results in minutes • Lap top and tablet capable #
  17. 17. Valassis Analytic Tool Platform - ATPKey Market Trends:• Custom, custom, custom• Single user focused, but empowers creative license and taps talents• Great “sandbox”, but development in the “App of choice”• Not scalable throughout enterpriseThe ATP Process:• One platform, one sandboxes• Creative license still applies and is expected• Apps are in one sandbox environment• transferable, encourages best practice sharing• Customized, yes...but repeatable and transferable #
  18. 18. Response Analytics and Predictive Capabilities - MAAX Valassis Response Analytics and Predictive Capabilities - MAAXMarketing and Advertising Accountability Experts (MAAX)• Evaluate every aspect of media results to continuously improve customer’s ROI.• Employ best in class applications: • Behavioral data • Media optimization technology • Proprietary predictive tools• Accelerate improvement processes with the Valassis Learn-Do-Loop.• MAAX powered by Alteryx #
  19. 19. Consuming and Analyzing BIG DataA big project load with BIG data challenges is madeefficient through the automation of the science andempowering of the Artisan with IMO and Alteryx #
  20. 20. Valassis automates the “Science” and enables the“Art” for greater efficiency and speed to market Complexity Standardized 0 Annual Projects 20,000 #
  21. 21. Valassis automates the “Science” and enables the“Art” for greater efficiency and speed to market IMO Automates standard Complexity best practices and enables Artisan’s strategy & insights. Standardized 0 Annual Projects 20,000 #
  22. 22. Valassis automates the “Science” and enables the“Art” for greater efficiency and speed to market IMO Automates standard Complexity best practices and enables Artisan’s strategy & insights. Standardized ATP - Alteryx Automates non-standard best practices and eliminates “Rouge” tools. 0 Annual Projects 20,000 #
  23. 23. Valassis automates the “Science” and enables the“Art” for greater efficiency and speed to market IMO Automates standard Complexity best practices and enables Artisan’s strategy & insights. Project Turn Time Reduced by 35% over 3 years Alteryx Standardized Automates non-standard best practices and eliminates “Rouge” tools. 0 Annual Projects 20,000 #
  24. 24. Increasing Efficiencies and ROISpecialized capabilities come to life quicklysupported by embedded development expertiseand the right tools. #
  25. 25. Top Hispanic Market Potential Enabled throughAlteryx Strategic Analytics 0-10 in 60 Seconds #
  26. 26. The ‘1-2 Punch” of IMO and Alteryx English Dominant Identifying Neighborhoods through Hispanic IMO #
  27. 27. The ‘1-2 Punch” of IMO and Alteryx English Dominant Identifying Neighborhoods through Hispanic IMO Spanish Dominant #
  28. 28. The ‘1-2 Punch” of IMO and Alteryx English Dominant Identifying Neighborhoods through Hispanic IMO Using the 1-2 punch of IMO and Alteryx, Valassis responds quickly to growing opportunities with Hispanic consumers. Spanish Dominant #
  29. 29. Increasing Efficiencies and ROI Technology SolutionsBIG Data, big variety, drive steep increases in clientdata usage and the automation of the platformensures standardized deliverables. #
  30. 30. Thousands of different formatted client data files moveinto and through the Valassis Media Planning Process flow DATA INFORMATION INSIGHT IMPLEMENTATION Valassis • Hosting • Analysis • Planning Client Data • Enhancement • Modeling • Placement DBM 1.5 • Management • Simulation • TrackingSolutions Model • Mining • Prediction • Retargeting #
  31. 31. Thousands of different formatted client data files moveinto and through the Valassis Media Planning Process flow DATA INFORMATION INSIGHT IMPLEMENTATION Valassis • Hosting • Analysis • Planning Client Data • Enhancement • Modeling • Placement DBM 1.5 • Management • Simulation • TrackingSolutions Model • Mining • Prediction • Retargeting DBM 1.5, developed in Alteryx, supports the front end “ingestion” and data normalization processes for all client level data files brought into the Valassis Media Planning environment. #
  32. 32. Thousands of different formatted client data files moveinto and through the Valassis Media Planning Process flow DATA INFORMATION INSIGHT IMPLEMENTATION Valassis • Hosting • Analysis • Planning Client Data • Enhancement • Modeling • Placement DBM 1.5 • Management • Simulation • TrackingSolutions Model • Mining • Prediction • Retargeting DBM 1.5, developed in Alteryx, Standards and automated supports the front end “ingestion” and reporting thru Alteryx wizards data normalization processes for all produce a productivity savings client level data files brought into the estimated at 15%. Valassis Media Planning environment. #
  33. 33. #Thank You! Robert Mincarelli VP, Marketing Services Technology Valassis Communications, Inc. @ValassisVCI

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